Set aside the percentages and mature looking wisemen –TATA capital uses a girl child to put across its message strongly, all in a matter of 45 seconds
Home is a name, a word, it is a strong one; stronger than magician ever spoke, or spirit ever answered to, in the strongest conjuration. – Charles Dickens
The image of a home attracts everyone – from a first grade-identity-badge-dangling-fresh-kid-in-school (who smiles when he can pencil down his first crooked shaped-chimney-flaunting structure) to a professional (who is busy calculating the EMIs). Spoken in a more mature tone – purchasing a home is one of the biggest dreams come true in a mortal’s life. Not to say, those belonging to the middle class don’t live such moments. They do. All thanks to the plethora of home loan options that are thrown around in the market, uniquely packaged in the names of various corporate brands. There is a difference though. That of trust – home purchases are high involvement tasks and if a brand like Tata Capital Housing Finance Limited (TCHFL), walks up to you with an offer, you definitely will consider giving it a good look. Forget the brand equity. Jump straight to its campaign – TCHFL has done a handsome job with its campaign of three TVCs that announce its home loans offerings with a new tagline – “Karein wahi jo aapkey liyey sahi.”
Explaining the tagline, Govind Sankarnarayanan, Director – TCHFL, tells 4Ps B&M that, “The purchase of a home is one of the biggest decisions taken by any individual and Tata Capital assist the buyer in taking the right financing decision. Each home loan customer has specific requirements, and we at TCHFL offer customised home loan solutions that are flexible and tailored to the individual needs of our customers.”
“Customised” is a soothing term, especially when you talk about the ever-rising interest rates. This third in the TVC series, is a simple film told in a refreshing manner, staying true to the brand’s visual imagery of the world of kids. The ad has moved away from the oft-used portrayal of couples, to something more real and relevant. Rented accommodations never allow the freedom of a home you own, and this 45-seconder brings this to the fore. It shows a little girl, who loves to sing. She is shown trying to do so in various places – in school, at the zoo et al. But those around her cut her short each time. In the end, she is shown in her home, where she realises that she can sing, uninterrupted by anyone. The voice over at the end announces, “Khul key jiyo, apney ghar mein.” In short, through this ad, TCHFL explains how one can move closer to the joy of owning a home just by asking for one of its customised home loans.
Launched on November 8, 2011, this TVC (like the previous two ads in the campaign) was conceptualised by Leo Burnett and produced by Chrome Pictures. Elaborating on the creative brief, K. V. Sridhar, NCD, Leo Burnett, explains to 4Ps B&M, “The idea is based on the fact that people have the freedom to do what they want only in their own homes. And TCHFL empowers people to experience the joy of such a freedom with home loans. Based on this, we came up with a simple yet endearing film told in a refreshing manner through the world of kids. Kids have an innocence that makes the message more engaging and creates empathy among the audience.”
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IIPM Editorial, 2011.
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